Repackage your existing content to reach a broader audience

Sharing content online is crucial to the success of your marketing strategy. It helps you boost awareness among your audience, build trust, and plant the seeds of future conversion.

But let's be honest, creating valuable content can be a real struggle. Brainstorming ideas, researching topics, crafting the perfect piece… It all adds up to a time-consuming and daunting process.

The good news is that you can make your content creation process a whole lot easier and more efficient by repurposing your content. By creating various pieces of content from a single idea, you can save time, boost your marketing efforts, and reach your audience in their preferred channels.

In this article, we'll teach you how to repurpose your content like a pro. We’ll show you how to turn one brilliant idea into several unique pieces of content your audience will love. So sit back, grab a cup of coffee, and let’s get started!

What is content repurposing?

Repurposing your content is a marketing strategy that involves taking existing content and breathing new life into it by reusing it in different formats or on new platforms. If done right, it can help you expand your reach and maximize your efforts.

For example, we could take one of our favorite, high-performing blog posts at Applet Studio and turn its main points into an eye-catching infographic or create a LinkedIn carousel that captures its key takeaways. We could also make a quick Instagram reel or TikTok video sharing the post's main idea.

With so many channels available nowadays, the sky’s the limit!

But it's important to note that content repurposing does not mean simply resharing your existing content or someone else's work across various channels. It requires one more step: Adapting your existing content to fit each channel and the expectations of the audience you can reach there a.k.a repackaging.

how to repurpose content — An Instagram gallery we created from a portfolio blog post about a custom Squarespace website for a podcaster and course creator.

Why should you repurpose content?

There are many benefits to repurposing content. Here are some of them:

Increases reach

Repurposing your content for different mediums can be especially useful if your original piece resonated with only a segment of your audience. Suppose you publish an article, and it doesn’t perform that well. By repurposing it and adapting it for a different channel, chances are more people will see and share it, leading to better brand awareness, wider reach, and a larger audience.

Saves time

Content repurposing is a game-changer for busy teams and entrepreneurs. Taking existing content and repackaging it for different platforms takes less time than creating content from scratch, as it doesn’t involve the ideation and research elements of the process. You simply need to edit your existing content to suit a new channel or fit a new goal.

Reinforces your message

The more your brand is seen, the greater the awareness of your message. By presenting your existing content in different formats or on other channels, you can reach your audience multiple times with the same message. This helps ensure your message sinks in and resonates with your audience.

Boosts your SEO

Repurposing your content can do wonders for your SERP ranking. By freshening up your content and coming up with new pieces, you’re essentially creating more opportunities for sharing and, therefore, more opportunities for backlinks. That means more authority in the eyes of search engines, so you also get a little SEO boost.

What content should you repurpose?

You don’t need to repurpose all of the content you already have, that would be a waste of time. To review and decide what content to repurpose, we typically follow these steps:

Find your evergreen content. Evergreen content is timeless and high-quality. That ensures it stays relevant over time and can bring in traffic to your channels. So, the best place to start is by repurposing evergreen content that still makes sense and will continue to make sense for years to come.
Review your high-performing posts. If it works, it works. Keep a close look at your analytics to see what content has performed best and adapt it to other channels so they can have the same impact on different audiences.
Consider if you have more to say on a topic. As time goes by, you gain more experience in your field and have more to say. Also, scenery changes fast, and both facts an opinions might lose relevancy. These are great opportunities to breathe new air into existing pieces and redistribute them to generate more awareness and engagement.
Take a peek at your competition. It doesn’t hurt to see what others are doing and take some inspiration from it. What channels is your competition focusing on? What have they created? Can you create a better, more comprehensive version of it based on the content you already have?

Review your feedback. Listen to what your audience is saying! Scoop out the comments on your blog posts, Instagram reels, and TikToks to get ideas for how to expand and improve your content. Readers sometimes suggest additions or mention shortcomings that can be key to transforming your content into what your audience wants to see.

7 ways to repurpose your content

Now that you get the gist of it, let’s go over how you can repurpose your content:

Create new blog posts from your existing ones

Your blog posts are the perfect source for more content ideas. You can take one of your posts and break it into different relevant points you should cover and expand on. Doing so allows you to delve deeper into various aspects of the original article and add background information, tutorials, examples, and updates.

Listicles, for example, are perfect for this content repurposing technique. You can turn a listicle into a series of individual pieces of detailed content, and your audience will greatly benefit from it.

Relink and interlink all of the relevant blog posts together for better SEO results.

2. Refresh and republish old content

This form of content repurposing is pretty straightforward. It involves taking a successful blog post or piece of content, updating it, and republishing it on your site or channel. You can redirect it to a new audience or goal, update some of the information it includes, or expand on topics you may have overlooked.

Content syndication could also fall into this category. It means republishing your content on other sites, and it’s a quick, cost-effective way to increase your visibility, reach, and even backlinks.

3. Create social media snippets

Another way to repurpose your content is to turn it into little media snippets like videos, pull quote graphics, and other quick bites that attract audiences on different channels. You can draw the main points of a blog post and turn that into a carousel for Instagram or a video for TikTok.

By doing so, you’ll not only save a ton of time, but you’ll also be catering to the preferences of different audiences. Remember that everyone consumes content differently, so be sure to share your ideas in various formats.

how to repackage content — A Pinterest board with Images from the blog post 20+ Best Squarespace Templates for Photographers in 2023.

4. Craft a daily email series

Email campaigns and newsletters help you reach your audience directly by delivering valuable content to their inboxes. In this case, the idea is to repurpose your content into bite-sized chunks you can send out daily or weekly.

Suppose you have a series of well-aligned blog posts on a specific topic. You can repurpose them into an email campaign, adding more value for readers through further instructions, examples, insights, links, and more.

5. Create an ebook

Ebooks are like blog posts but with more profound insights. They allow you to expand on the topics you cover in your posts or even combine them into a cohesive piece of content that covers a specific topic comprehensively.

When creating ebooks, you must supplement your existing content with valuable information or research, images, infographics, and more. The more value your ebook offers, the easier it will be to monetize it or use it as a lead magnet to grow your email list.

6. Create a podcast or video series

Podcasts and videos have been growing in popularity over the last couple of years, and they are two of the most important content repurposing methods. These content formats create a whole new way for you to connect with your audience – one that is more personal and engaging.

Your blog posts are a good starting point for your podcasts and videos, but you should always bring something new to the table. Use your original content as the jumping-off point.

7. Host a webinar

Webinars are the next level of the content chain. They allow you to present on a topic and engage a broader audience in conversation while positioning yourself or your brand as the go-to expert in the field.

You can repurpose your existing content into a webinar by expanding on it or delving deeper into specific topics. You can even add a more hands-on approach to it and create exercises to put theory into practice.

You don’t have to create content day in and day out to succeed online; you can slack on it by focusing on making your existing content reach as many people as possible. That’s why repurposing content is such a great marketing strategy: it allows you to breathe new life into old content and continue to extract value from it.